“In Today’s Content Environment: ‘Hidden Factories’ Undermine Success” 

CHICAGO - SGK, a division of Matthews International Corporation, and a leading global brand development, activation and deployment provider that drives brand performance, announced today that Tearle Calinog, director of client engagement, will deliver the keynote address “In Today’s Content Environment: ‘Hidden Factories’ Undermine Success” at the IEN Creative Operations Exchange East on September 25, 2017, 9:05 AM (ET), at the India House Club in New York, NY.

Insight Exchange Network’s (IEN) Creative Operations Exchange is a unique forum designed to discuss the emerging role responsible for creative operations, an indispensable part of leading organizations’ marketing and creative teams, and to promote the paradigm of people, processes and solutions.

With the increasing types of content and accessibility, the race for next generation content is on. Brands rely on content to define and differentiate themselves from their competitors across a multitude of consumer-centric touchpoints: mobile, in-store, apps, social, direct and mass. Each one communicates powerfully. Each one demands content. And each one demands content now. Operational “jams” cannot be tolerated. 

Calinog will discuss the current state and challenge of the content environment in his keynote address “In Today’s Content Environment: ‘Hidden Factories’ Undermine Success.”  

“Hidden factory” is not a new term. Six Sigma ninjas have been referring to the “hidden factory” as activities within a business process that can cause a reduction in quality and efficiency. But why would a well-established business term be so extremely relevant in a relatively new creative-driven industry like Content Creation? In Content Creation, “hidden factories” have to be discovered and knocked out immediately in order to eliminate waste and error.  

The less waste in Content Creation means far more opportunity to create as much content as possible in a world where there’s never enough. The more content for every important channel of communication, the more chance a brand has to connect and stick to a consumer. Waste is the enemy of the brand.

“In the world of the content engine — more matters,” said Calinog. “By finding and dismantling the ‘hidden factory’ brands stand a greater chance to build greater relevance through better and more communications. 

“The rapid evolution of content has created the need to continually seek and rid ‘hidden factories’ at a faster pace than ever before — with no end in sight,” continued Calinog. “Without on-going systems that rid waste in the operations of content creation, the brand stands less of a chance of getting into the hearts and hands of the people who matter the most — the consumer.”